The expansion of the high-end light truck market has caused all parties to move. Under the impact of a number of independent high-end light trucks, Qingling has become unstable in the advanced position of the high-end light truck pyramid.
With the participation of a number of companies, competition in the high-end light truck market has become more intense. Forced by competitive pressures, enterprises must continue to increase technological research and development efforts, promote technological innovation in enterprises, increase the level of pre-sales and after-sales services, in order to win more market share, which will promote the development of the light truck industry to a more healthy direction.
High-end expansion
In 2005, the main products of light trucks represented by low-end light trucks accounted for about 60%, medium-duty light trucks accounted for about 25%, and high-end light trucks accounted for about 5% or more.
In 2011 and 2012, the high-end development trend of light trucks is obviously becoming faster. In those two years, despite the low demand for light trucks, the high-end light truck market is surging. In 2012, the market share of high-end light trucks “broken 7†for the first time, rising from 6.8% in 2011 to 7.5%.
Up to now, the low-end light trucks account for about 50%, the mid-level light trucks account for about 35%, and the high-end light trucks account for about 15%. The overall light-card switching to the medium- and high-end markets is clear. The medium and high-end light trucks will accelerate along with the process of urbanization in China and maintain rapid growth for a long period of time to adapt to the expansion and upgrading of urbanization and consumption upgrades.
The quiet rise of high-end light trucks is due to two major factors. On the one hand, with the rise of e-commerce, the logistics industry has witnessed rapid development. Not only has several major express companies emerged, even Alibaba, the parent company of Taobao, has invested heavily in the establishment of its own logistics company. The demand for modern logistics vehicles represented by three highs and one low (high attendance, high safety, high comfort, and low fuel consumption) undoubtedly drove the high-end light truck market.
On the other hand, with the increase in vehicle safety standards, emission regulations, and fuel economy requirements, the high-end demand for light trucks will continue to grow. The Deputy Secretary-General of the All-China Federation of Political Academies Yang Zaiyu pointed out that the introduction of weight-based tolls and the implementation of the National IV Standard and the “Limit of Fuel Consumption Limits for Light Commercial Vehicles†will stimulate the high-speed and low fuel consumption of the light-card market from the low-end economy to high-end fuel consumption. The change of models, especially in the city's efficient logistics, will result in the replacement of mid-end trucks with high-end and lighter high-end light trucks. High-end and high-end light trucks will become the main products for market demand.
Seek upper position
Seeing the opportunities in the high-end light truck market, all major light truck companies are rushing to launch their respective high-end products in order to take the lead in future market upgrades. It is worth mentioning that in 2011, Jianghuai Light Truck Co., Ltd. introduced the handsome Bell III with the level of Isuzu 700P for the first time at a price of less than 100,000 yuan, which greatly reduced the threshold of the high-end light truck market, attracting the attention of many users, and objectively The role of cultivating the high-end light truck market was reached.
In the past, Qingling was able to dominate the party for a long time, and it was precisely because of the lack of technological strength of independent brand companies. Today, with the rise of enterprises such as Futian, Jianghuai and Jiangling, Qingling’s advantages are being severely challenged.
Domestic users can choose Futian Ouma that can be equipped with Cummins engines, or they can choose to install Europa with Sophie engines, or Shuai Ling III equipped with JAC 4DA1 engines. These light trucks are also making corresponding changes along with the market. Technology upgrades.
Not long ago, the F330 Leopard, the third-generation liberation light truck high-end product of FAW-GM, which was just off the assembly line, was powered by Deutz FAW Dachai’s engine and was built using GM’s global manufacturing management system.
One hundred
Today, the high-end light truck market presents a scene of turbulent competition. The technology source of the product has also expanded from the previous single Isuzu technology to Nissan, Ford, GM, and Man.
It has absorbed the domestically-made self-owned brand of 100 companies, and in terms of product layout, update speed, and after-sales service, Isuzu has unparalleled advantages. In fact, it is through these aspects that the high-end light trucks of their own brands have made great efforts to make up for the gaps in the brand, and have gradually formed distinctive advantages in high-end light trucks.
From the perspective of product competition strategies, domestic brands can be divided into two categories. One is a one-on-one competition strategy, such as the Jiangling Kai Rui 800, Dongfeng Kai Put, etc., are single-width cab, single engine. This kind of direct competition does not have much difference, and it is difficult to separate Isuzu users.
The other is a many-to-one competitive strategy, such as Jianghuai Shuai Ling and Futian Oumac. Both of these brands combine a wide variety of cabs, multiple engines, and multiple wheelbases to create a product lineup that meets the needs of different users, and win customers with a richer product line.
As the technology gap becomes smaller and smaller, the battle for high-end light trucks will begin in the performance and service of competing products.
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